The Campaign

We implemented the “food & fashion”idea based on a story of a Chinese boy’s first sight on a “delicious” girl on Weibo. By strengthening the linkage between Chinese local delicacy food and latest fashion trend, we have explored new ways to enjoy fashion through digital illustrations. The topic and artworks quickly went viral and led to a Weibo hashtag trend which attracted celebrities and key influencers’ spontaneous forwards and comments.

Creative Execution

Weibo was chosen as the main social platform for this campaign, since it is an open platform which can provide us great opportunities to make a topic go viral quickly. During April 13th to April 20th 2016, firstly we posted a story of a Chinese boy’s first sight on a “delicious” girl. The topic quickly went viral and took on Weibo hashtag trending. Then, we posted creative digital illustrations of Chinese local delicacy food and latest fashion trend and attracted more spontaneous forwards via celebrity and verified accounts. According to the fashion design of 'SKU'- a brand owned by Huimei Group, we made eleven digital moving illustrations of "food+fashion" in order to increase brand preference. After the hashtag #Sotastyyoudress# spread broadly on Weibo, we implanted Huimei's promotional information into the topic and expand the scale of propaganda.